BlogDagmar 13.05.2024

Is Snapchat relevant to your target group?

Digital marketing Social media

As many as 82% of 16- to 24-year-olds Finns use Snapchat. In this age group, typing is more popular than insta or tiktoking. In other age groups, the use of Snap is lower, but growing. Learn what advertising opportunities Snapchat offers marketers.

What is Snapchat?

Snapchat is a messaging service used to communicate with friends and family, share videos and pictures, and watch entertaining content.

Snapchat allows you to share messages, photos, and short videos both privately and with followers in the Stories section. By default, private messages are automatically deleted, i.e. destroyed when they are read. For stories, the content is retained for 24 hours. In addition, Snapchat has a Spotlight section where you can find user-generated content. The spotlight highlights user-generated content, regardless of follower count.

Learn more about Snapchat as written by our TET intern.

Who uses Snapchat?

According to a digital media survey conducted by Dagmar between March and April 2024, Up to 82 percent of 16- to 24-year-olds use Snapchat monthly. In this age group, Snapchat is used more than Instagram (77%) or TikTok (62%).

In older age groups, use is even lower, but increasing. Currently, less than a third of all people between the ages of 16 and 69 open Snapchat monthly.

Last 30 days usage of Snapchat. Source: Digital Media Research, Dagmar September-December 2023

What kind of advertising opportunities does snapchat offer marketers?

Snapchat offers marketers a variety of opportunities, especially when targeting young people.

Own snapchat – channel

Public Profile is home to brands’ organic content on Snapchat. You can post photo and video content as well as interactive AR lenses to your public profile. With a public profile, the brand is discoverable by users and allows interaction with followers. Universal Pictures, among others, has taken advantage of Public Profile and gained extensive additional reach for AR lenses in their films. Organic posts on your public profile can also be promoted to advertising to reach them even wider.

Image: Universal Pictures Snapchat

Advertising on Snapchat

The price of advertising on Snapchat is affordable compared to many other social media channels. There are several options for choosing a campaign objective, depending on whether you want to drive awareness, consideration or conversions.

What sets Snapchat apart is its unique ad formats. In addition to traditional vertical videos and images, you can use ad formats such as lenses and filters, so that the ad appears when the Snapchat camera is used. Check out an example of an AR filter implemented by CeraVe.

The Collection ad format allows you to showcase different products in a single ad and is ideal for online stores.
The Commercial ad format brings longer video views to your campaign because you can’t skip the first few seconds of your ad.

Image: Single Video, Story Ad, Collection Ad (

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